Brands like Budweiser, Pepsi, and Uber Eats are preparing for a competitive advertising showdown during the Super Bowl on February 9, anticipating an audience of over 120 million. Ad space sold out by November, some hitting record prices over $8 million for 30 seconds. The game attracts massive viewership, keying into live television's waning appeal. Apart from traditional beverage and snack categories, AI and pharmaceuticals are gaining traction, while some advertisers, like car companies, are opting out due to previous performance challenges. Interest from non-sports fans has surged, partly attributed to celebrity interactions among players.
Demand for ad space was robust this year, said Mark Evans, executive vice president of ad sales for Fox Sports, with ad space selling out in November and a waitlist for marketers ready to take the space of anyone who pulled out.
The Super Bowl is a hot ticket for advertisers in the US because it is one of the few live television events that can still consistently draw in huge audiences.
The relationship between the Kansas City Chiefs' Travis Kelce and Taylor Swift has helped increase interest in the game among non-sports fans.
Evans said the mix of ad categories for the most part includes the usual suspects: drinks, snacks and tech companies. There will be an increased focus on AI and slightly more pharmaceutical companies advertising this year.
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